According to a new study by Adyen, flawed customer experiences cost UK retailers up to GBP 102 billion in lost sales each year.

The research paired with 451 Research’s Global Unified Commerce Forecast found that running out of stock in-store is the biggest contributor to lost revenue, costing retailers GBP 14.8 billion each year. Moreover, 79% of UK consumers would not return to make a purchase if they went into a store only to find their desired item was out-of-stock.

Queues in-store are the second biggest source of lost revenues, costing retailers up to GBP 11.3 billion each year. 66% have abandoned their purchase and left a store because of long queues in the past six months. Only 22% said they would return to the store later or make a purchase on another channel.

When it comes to improving the customer experience, consumers believe that retailers should: